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ABSTRACT This study proposed to integrate the constructs business model, corporate university and entertainment with bases in the Disney experience. Professionals with relevant academic and market experience were interviewed. Subsequently, analysis was performed with Bardin’s orientation (1977). Viewed from the categories of Muehlhausen (2015), the study presents an integrative model called PI44 as its principle result which is simple and applicable to Brazilian reality. The new business model for corporate universities of Brazilian theme parks PI44 brings direct benefit to tourism development, in that it proves to be useful for employees, customers, shareholders and other stakeholders. The variables of organizational culture, consistency in detail and playful learning experience stood out in the final outcome of the study. These variables will be testing in many entertainment sectors.   RESUMEN Este estudio se propuso integrar los constructos modelo de negocio, universidad corporativa y entretenimiento con bases en la experiencia Disney. Se entrevistó a profesionales con experiencia académica y de mercado relevantes. Posteriormente, se realizó el análisis con la orientación de Bardin (1977). Visto desde las categorías de Muehlhausen (2015), el estudio presenta como resultado principal un modelo integrador denominado PI44, que es simple y aplicable a la realidad brasileña. El nuevo modelo de negocio para las universidades corporativas de los parques temáticos brasileños PI44 trae un beneficio directo para el desarrollo del turismo, en la medida en que demuestra ser útil para los empleados, clientes, accionistas y otras partes interesadas. Las variables de cultura organizacional, consistencia en los detalles y experiencia de aprendizaje lúdico se destacaron en el resultado final del estudio. Estas variables se pondrán a prueba en muchos sectores del entretenimiento.

Aligning project management to the strategy of a big company is a difficult job. Through Imagineering (the business department and project management program), The Walt Disney Company has done this alignment in an exemplary way. Using a theoretical investigation, this study analyzed Imagineering as a reference in strategic management of global projects through Disney´s business portfolio, a global benchmarking and with Malmberg et al. (2010) as a company guide. As the principle result of the correlations made, it was noted that the Imagineers who work in project teams apply tools and techniques with a strategic vision focused on differentiation, generating value, and mixing imagination with technical capacity. The Blue Sky Department and its integrated units make possible the creation and implantation of the attractions, theme parks, hotels, resorts and cruise lines, and in doing so prove themselves a highly efficient project management office.